Between January and May 2023, Russian companies sent more than 12 million promotional and informational messages to WhatsApp; This figure is twice as much as last year. This information comes from TextBack, a company that automates messaging.
Businesses use WhatsApp to send customers information about discounts, promotions, order status and event invitations. Companies also answer customers’ questions and offer to sign up for various services, such as visiting the beauty salon or putting on tires.
Among all WhatsApp messages sent in the first half of 2023, online education companies took the largest share with 27.7%, followed by e-commerce companies with 20.2%. The service industry accounted for 14% of the total message volume, with the remaining 38.1% from various industries, including IT.
With the increase in messages on WhatsApp, Russian companies have also increased their marketing investments for this messaging. If in the first half of 2022 companies spent 21.9 million rubles on WhatsApp mail, then in 2023 this figure increased by 2.5 times, reaching 55 million rubles. This growth is associated with restrictions on the use of other online platforms, in particular those belonging to the Meta* company, which is banned in Russia.
- the organization is considered extremist, its activities are banned on the territory of Russia
Source: Ferra
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